The food and beverage industry just got a major reason to book flights to Las Vegas this March. Questex has announced that culinary icon and food truck pioneer Roy Choi will join the keynote lineup at the 2026 Bar & Restaurant Expo, marking the event’s landmark 40th anniversary. If you’re a restaurant owner, hospitality manager, or foodservice executive looking for real-world insights to level up your operations, this is the can’t-miss event of the year.
Choi joins previously announced opening keynote speaker Mike Cessario, Founder and CEO of Liquid Death: the brand that turned canned water into a cultural phenomenon. Together, these two disruptors represent everything the modern hospitality industry needs: bold creativity, authentic storytelling, and the resilience to thrive in an ever-changing landscape.
Two Powerhouse Keynotes, One Unforgettable Week
The 2026 Bar & Restaurant Expo runs March 23–25 at the Las Vegas Convention Center, and organizers have pulled out all the stops for this milestone anniversary. The theme? “Every Moment Counts.” And with a speaker lineup this stacked, every session promises to deliver actionable takeaways for operators at every level.
Mike Cessario: Brand Disruption Done Right
The expo kicks off on Tuesday, March 24 with an opening keynote from Mike Cessario. If you haven’t been paying attention to Liquid Death’s meteoric rise, you’re missing one of the most fascinating brand stories in the beverage industry. Cessario took the most basic product imaginable: water: and transformed it into a lifestyle brand that resonates with everyone from punk rockers to health-conscious millennials.
His session will dive deep into how bold creativity, brand authenticity, and a mission-driven mindset fueled Liquid Death’s success. For bar and restaurant operators looking to differentiate themselves in a crowded market, Cessario’s insights on building a brand that actually means something could be the spark you need.
Roy Choi: The Godfather of Food Trucks Takes the Stage
On Wednesday, March 25 at 10am, Roy Choi will deliver what promises to be one of the most candid and inspiring conversations of the entire expo. Known as one of the architects of the modern food truck movement, Choi has spent over a decade proving that great food doesn’t need a fancy address: it just needs heart.
As the co-owner, co-founder, and chef of Kogi BBQ and Tacos Por Vida in Los Angeles, plus The Chef Truck and Best Friend at Park MGM in Las Vegas, Choi has built an empire rooted in creativity, resilience, and authenticity. His session will focus on leadership, culture, and what it really takes to thrive in today’s bar and restaurant industry.
Why This Keynote Lineup Matters for the F&B Industry
Let’s be real: running a restaurant or bar in 2026 isn’t for the faint of heart. Between rising food costs, labor challenges, and shifting consumer expectations around sustainability and menu innovation, operators need every edge they can get. That’s exactly why this keynote pairing is so powerful.
Cessario represents the new guard of beverage industry disruptors: proving that even in commoditized categories, bold branding and mission-driven marketing can create explosive growth. Meanwhile, Choi embodies the soul of hospitality: connecting with communities, elevating street food to an art form, and staying true to your roots no matter how big you get.
“The depth and caliber of speakers and industry leaders at this year’s Expo reflects how essential this conference is to the hospitality community,” said Brandy Rand, VP & Market Leader at Questex Hospitality Group. “From brand-building and culture to operations and profitability, these experts deliver real-world insight operators can use to drive revenue, improve margins, and build stronger, more resilient businesses in this $1.1 trillion industry.”
Roy Choi’s Cultural Impact Beyond the Kitchen
If you only know Roy Choi from Kogi BBQ, you’re missing a huge part of his story. This is a chef who has transcended the food service industry to become a genuine cultural force.
Choi hosts the Emmy Award-winning series Broken Bread on KCET/Tastemade, which earned him a James Beard Foundation Award for Outstanding Host in a Television Series in 2020. He’s also the co-host of Netflix’s The Chef Show alongside Jon Favreau and author of the New York Times bestselling memoir LA Son: My Life, My City, My Food.
His newest cookbook, The Choi of Cooking: Flavor-Packed, Rule-Breaking Recipes for a Delicious Life, dropped in April 2025 and continues his legacy of making bold, accessible cuisine that tells a story. Time magazine named him one of the 100 Most Influential People: a testament to how food can be a vehicle for social change and community building.
For hospitality professionals looking to understand how to build a brand that resonates beyond just food quality, Choi’s journey offers a masterclass in authentic storytelling and cultural relevance.
What Else to Expect at Bar & Restaurant Expo 2026
Beyond the headline keynotes, the expo will feature more than 40 influential voices delivering workshops and education sessions aligned with the “Every Moment Counts” theme. Programming will cover critical topics including:
- Operations and efficiency – Streamlining your back-of-house for maximum profitability
- Leadership and team culture – Building teams that stay and thrive
- Marketing and branding – Standing out in an oversaturated market
- Hospitality technology – Leveraging the latest tools for better guest experiences
- Beverage strategy – From craft cocktails to zero-proof innovation and trending adaptogen drinks
The expo floor will feature hundreds of suppliers and thousands of activations and live demos. Whether you’re a procurement director sourcing new products, a food and beverage manager exploring menu innovation, or a hospitality manager looking for the latest in food safety trends, there’s something for everyone.
And let’s not forget the networking. With nearly 10,000 operators, owners, beverage directors, chefs, and industry innovators attending from all 50 states and more than 25 countries, the connections you make at Bar & Restaurant Expo could shape your business for years to come.
A Legacy Event for a $1.1 Trillion Industry
The Bar & Restaurant Expo has been powering the hospitality industry for four decades now. Since its debut, the event has helped shape industry evolution: launching trends that later became standards, from the craft cocktail movement to the current wave of plant-based dining and THC-infused beverage innovation.
What sets this expo apart from other trade events is its ability to bring together the entire on-premise ecosystem: operators, chains, distributors, brands, and investors. It’s a truly cross-industry platform where ideas flourish and relationships get built.
For those tracking food and beverage trends and looking to stay ahead of the curve, there’s simply no substitute for being in the room where it happens.
How to Register
Ready to experience the 40th anniversary Bar & Restaurant Expo in person? Registration is now open at barandrestaurantexpo.com. Early registration is recommended: events of this caliber tend to fill up fast.
For sponsorship opportunities, contact Elliot Howell, Sales Director, at ehowell@questex.com.
Mark Your Calendar
Event: 2026 Bar & Restaurant Expo (40th Anniversary)
Dates: March 23–25, 2026
Location: Las Vegas Convention Center, Las Vegas, NV
Theme: “Every Moment Counts”
Whether you’re running a single-location restaurant or managing a multi-unit hospitality group, the insights from Roy Choi, Mike Cessario, and dozens of other industry leaders could be exactly what you need to navigate the challenges ahead and capitalize on emerging opportunities in the food and beverage industry.
Don’t miss your chance to be part of this milestone event. We’ll see you in Vegas.
For more insights on hospitality industry trends and food and beverage news, check out our coverage of hospitality predictions for 2026 and consumer trends shaping the industry.
Written by Michael Politz, Author of Guide to Restaurant Success: The Proven Process for Starting Any Restaurant Business From Scratch to Success (ISBN: 978-1-119-66896-1), Founder of Food & Beverage Magazine, the leading online magazine and resource in the industry. Designer of the Bluetooth logo and recognized in Entrepreneur Magazine’s “Top 40 Under 40” for founding American Wholesale Floral. Politz is also the founder of the Proof Awards and the CPG Awards and a partner in numerous consumer brands across the food and beverage sector.
